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System informacji i komunikacji marketingowej wobec wyzwań gospodarki opartej na wiedzy i mądrości

100%
Kramer J.
Studia Ekonomiczne
|
2013
|
vol. 140
9-21
EN
Extraction, processing and transformation of information determine the smooth functioning of the organization. This enables the important function of communication within the company and to communicate with the environment. Marketing communication systems developed along with the formation of the information society. An important feature of the information society is a knowledge-based economy. It is an economic order in which knowledge is a key resource, not work and assets. The company knowledge oriented, has the knowledge about customers, competitors and its own employees, apples relationship marketing and internal marketing. However, the paradigm of the knowledge economy has been shaken by the global economic crisis. The discussion has become a new paradigm: an economy based on wisdom, that is, except the knowledge that takes into account imagination, the experience and ethics. This is important for the content of the message which is the core of communication.
2

Wykorzystanie źródeł informacji marketingowej przez przedsiębiorstwa usługowe : wyniki badania

86%
Rawski M.
Zeszyty Naukowe Wyższej Szkoły Ekonomii i Informatyki w Krakowie
|
2015
|
issue 11
157-169
PL
Celem publikacji jest ukazanie, jakie jest zróżnicowanie znaczenia różnych źródeł pozyskiwania informacji marketingowej przez przedsiębiorstwa prowadzące działalność usługową na polskim rynku, a także wskazanie różnic częstotliwości wykorzystania zidentyfikowanych źródeł informacji w przekroju wybranych cech przedsiębiorstw oraz cech obsługiwanego przez przedsiębiorstwa rynku.(fragment tekstu)
EN
The aim of the publication is to show the diversity of the significance of different sources of marketing information in companies conducting services activity on the Polish market. Theses are formulated on results of research conducted by the Marketing Department of Cracow University of Economics in 2013. The subject of the research was: "The scope and conditions of marketing use by companies in Poland". For services companies validity of the various sources of information is the differentiate. Company's own experience and intuition prevail as the most important information sources, and least important to the study commissioned specialized agencies. Features of markets served by enterprises does not relate to differentiation of information sources used by companies.(original abstract)
3
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Strategie komunikacji marketingowej przedsiębiorstw działających na rynkach zagranicznych

72%
Janeczek U.
Studia Ekonomiczne
|
2013
|
vol. 140
22-41
EN
Nowadays, more and more companies run their business on foreign markets. It happens very often that communication with foreign environment decides about a given company's success. Companies are still looking for new ways to attract people's attention. To add, companies want their marketing offer to be the most attractive and effective for customers. A wide area of research was given to this issue. In this report there are shown not only theoretical researches about choosing marketing communication strategy (standardization or adaptation), but there are also shown current research results of direct Polish companies that are available on the European Union market.
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